Beyond Digital Branding: Public Relations as a Managerial Mechanism for Building a Positive Institutional Image in an Islamic Boarding School

Abstract

Public relations in Islamic educational institutions no longer functions merely as an information dissemination unit but also serves as a managerial mechanism for building a positive institutional image. This study aims to analyze how public relations management strategies are implemented to build a positive image at Ar-Rohmah Putri Islamic Boarding School Campus 1. A qualitative approach with a descriptive case study design was employed. Data were collected through in-depth interviews, observations, and document analysis involving the Head of Public Relations and supporting informants engaged in public relations activities. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing and verification. The findings reveal three major public relations strategies. First, public relations integrates digital communication with direct stakeholder engagement through the Silaturahim Ar-Rohmah Indonesia (SAI) program, Sholat Lail Jama'i, scholarship programs, institutional partnerships, and digital media utilization. Second, public relations functions as a managerial mechanism by coordinating organizational units through regular coordination meetings, publication management, and program alignment to ensure integrated organizational communication. Third, public relations contributes to managing operational challenges by coordinating with parents, local communities, and external institutions to maintain public trust and preserve the institution's positive image. These findings suggest that building a positive institutional image extends beyond digital branding and relies on the ability of public relations to integrate communication, organizational coordination, and stakeholder relationship management as a strategic managerial mechanism that supports the sustainability of Islamic boarding schools.